The share of website visits made via computer is dropping, due primarily to rapidly riding traffic via tablet, according to Monetate. Although tablets and smartphones are often lumped together under “mobile,” significant differences are emerging in how these devices are used, particularly for online shopping.
Tablet users view an average of 11 pages per visit, much closer to the viewing habits of PC users (12 pages) than those of smartphone users (7 pages).
Website visits referred from social networks increased 77% between 2011 and 2012. Facebook accounts for 60% of referrals from social networks. Referrals via Pinterest grew from less than 1% of total referrals in 2011 to 26% in 2012. Twitter accounts for 9%.
Website visitors who arrive via social networks are less likely than those arriving from search engines to add products to shopping carts and make purchases. [See also related stories on pages 1 and 2.]
Source: “E-Commerce Quarterly,” Q1 2012, Monetate, Blair Lyon, VP Marketing, 951 E. Hector St., Conshohocken, PA 19428; 484-323-6313; info@monetate.com; www.monetate.com. Price: Available online at no charge.
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